The Influence of Consumers Socio-Demographic Characteristics on the Perception of Quality and Attributes of Traditional Food Products in the Hospitality and Tourism Market of AP Vojvodina (Republic of Serbia)

Stefan Šmugović, Bojana Kalenjuk Pivarski, Dragana Novaković (), Velibor Ivanović, Tihomir Novaković, Srboljub Nikolić, Milan Mihajlović and Marjan Mirčevski
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Stefan Šmugović: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Bojana Kalenjuk Pivarski: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Dragana Novaković: Department of Agricultural Economics and Rural Sociology, Faculty of Agriculture, University of Novi Sad, 21000 Novi Sad, Serbia
Velibor Ivanović: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Tihomir Novaković: Department of Agricultural Economics and Rural Sociology, Faculty of Agriculture, University of Novi Sad, 21000 Novi Sad, Serbia
Srboljub Nikolić: Military Academy, University of Defence Belgrade, 110042 Belgrade, Serbia
Milan Mihajlović: Military Academy, University of Defence Belgrade, 110042 Belgrade, Serbia
Marjan Mirčevski: Military Academy, University of Defence Belgrade, 110042 Belgrade, Serbia

Tourism and Hospitality, 2025, vol. 6, issue 4, 1-25

Abstract: Traditional food products (TFPs) hold a significant place in the cultural and gastronomic identity of Vojvodina, and consumer interest in these products is continuously growing, positioning them among the most relevant research topics in the fields of hospitality and consumer behavior. The aim of this study was to examine how consumers’ socio-demographic characteristics influence their attitudes and perception of the quality and attributes of TFPs on hospitality and tourism market. The research was conducted on a sample of 507 adult respondents from the territory of the Autonomous Province of Vojvodina. Data were analyzed using descriptive statistics, nonparametric tests (Mann–Whitney U and Kruskal–Wallis) and ordinal logistic regression. The results indicate that age, gender, education level and place of residence significantly affect attitudes toward the quality, price, availability, and advantages of TFPs compared to industrial or imported products. Respondents from rural areas, those with lower education levels and lower incomes, show a greater tendency to consume traditional products. The main barriers to consumption were identified as high prices and insufficient information. The regression results showed that gender and place of residence were significant predictors of consumers’ tendency to choose dishes prepared with TFPs in hospitality establishments. The study highlights the need for tailored marketing and educational strategies to improve the accessibility, diversity, and visibility of TFPs on the market, with particular attention to their integration into the hospitality sector. However, the study is limited to the region of Vojvodina and relies on self-reported data, which may introduce response bias. Future research could explore comparative analyses across different regions or include qualitative insights into consumer motivations.

Keywords: traditional food products; consumer perception; hospitality; tourism; socio-demographic factors; Vojvodina (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jtourh:v:6:y:2025:i:4:p:206-:d:1767796

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